On the morning of February 13th local time, HBX Group, the parent company of the travel wholesaler giant Hotelbeds has officially been listed on the Spanish Stock Exchange.
In a recent interview in Macau, Charlie Li, CEO of TravelDaily, spoke with Carlos Muñoz Capllonch, Chief Commercial Officer of HBX Group (parent of Hotelbeds), about the company's technological advancements, market strategies, and vision for hotel distribution.
Leveraging Technology to Enhance Travel Experiences
As a B2B travel intermediary, HBX aims to remove friction from the travel experience through technologies, according to Mr. Capllonch.
The company not only distributes accommodations but also integrates services such as payments, insurance, transfers, and activities, offering a seamless end-to-end solution for travelers.
Significant investments in AI and big data have bolstered operational efficiency and customer satisfaction. AI is used to predict payment failures, ensuring transactions are completed smoothly, and to automate booking confirmations, eliminating check-in issues.
Complementary Relationship with OTAs
Addressing competition with major online travel agencies (OTAs) like Booking.com and Expedia, the HBX executive emphasized a complementary rather than adversarial relationship..
“The end consumer drives the market,”he explained. “Travel is consumed through various channels—OTAs, credit card loyalty programs, employee benefits, or traditional travel agencies—each delivers a different value proposition, fulfilling the needs of different customer segments.”
Mr. Capllonch said the company primarily connects hotels with international long-haul travelers, a segment OTAs typically struggle to reach, while OTAs focus on domestic and short-haul markets.
On Market Consolidation
Despite the fragmented nature of the B2B travel market, Mr. Capllonch does not see consolidation as the sole trajectory.
HBX has strengthened its position through acquisitions and strategic partnerships, including the mergers with GTA and Tourico Holidays a decade ago, which not only increased the company's scale but also strengthened its investment in technology and data.
Mr. Capllonch mentioned that HBX will continue to seek merger and acquisition opportunities, particularly in the technology and data sectors, to enhance customer experiences and provide better solutions for B2B clients. However, competition remains strong, with many established players in the sector.
Asia and China: Unlocking Growth Potential
Asia’s travel markets have rebounded strongly post-pandemic, with China holding immense untapped potential.
Mr. Capllonch said that China’s outbound travel market is still recovering but is expected to surpass previous levels. Simultaneously, the country is emerging as a key inbound destination.
The company has established one of its eight global service hubs in China, focusing on technological innovation and operational support.
“Domestic travel in China remains strong and international travel will continue to recover and grow,” he said. “While China’s inbound market is still small—excluding cross-border trips within Greater China—we do expect significant growth in the future.”
Chinese travelers increasingly prioritize unique experiences over accommodations, prompting the company to expand its product ecosystem to meet evolving consumer demand.
Future Outlook
Mr. Capllonch emphasized that HBX remains firmly committed to the B2B travel space, with no plans to enter the B2C market.
The company’s strategy revolves around supporting its partners through technology and data, enhancing their business capabilities with content and innovation.
With a strong foundation in hotel distribution, HBX aims to reinforce its leadership through continuous investment in technology, market expansion, and strategic partnerships—delivering frictionless travel experiences for partners and consumers alike.
